David Ashen’s eponymous New York-based firm, dash design, has been delighting the senses since 2001, from the global retail concept for Godiva Chocolate, to a nation-touring pop-up shop for rapper Jay-Z’s Rocawear brand, to the 2003 reinvention (now defunct) of the infamous Limelight nightclub on 6th Avenue in Manhattan. Yet for all Ashen’s seemingly “cool” connections, what lies underneath is a regular guy who feels strongly that “design equals strategy” and believes first and foremost in creating projects that are innovative and thoughtful for his (mostly) hospitality, retail and restaurant clients. The fact that his work regularly draws media attention has not changed his attitude—a noteworthy point in this era of design stars—that his work is not about him. “My success is solely about whether our work helps my client succeed,” he says. And inevitably, it does. Interface caught up with David Ashen in New York City to find out more about his winning ways.